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Modeling antecedents of student loyalty in higher education

Perina, Marcelo Gattermann; Sampaio, Claudio Hoffmann; Simões, Cláudia and Pólvora de Pólvora, Rosiane (2012). Modeling antecedents of student loyalty in higher education. Journal of Marketing for Higher Education, 22(1) pp. 101–116.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1080/08841241.2012.705797
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Abstract

The purpose of this investigation is to understand the antecedents of student loyalty in the Brazilian context. In particular we address the impact of student trust, commitment and quality perception on loyalty. A quantitative study was conducted among business management student majors from two private Brazilian Higher Education Institutions (HEIs), yielding a global sample of 696 cases. Our findings suggest that students' trust in their HEI has a positive impact on their commitment and loyalty; students' commitment to their HEI has a positive impact on their loyalty; and students' perception of service quality has a positive impact on their commitment and trust. Findings also suggest that student loyalty to the HEI is indirectly influenced by perceived quality.

Item Type: Journal Article
Copyright Holders: 2012 Taylor & Francis
ISSN: 1540-7144
Extra Information: Special issue: Marketing for Higher Education in Developing Countries
Keywords: student loyalty; student commitment; student trust; perceived quality; higher education institutions
Academic Unit/Department: Open University Business School
Item ID: 35001
Depositing User: Helen Cooke
Date Deposited: 31 Oct 2012 15:15
Last Modified: 31 Oct 2012 15:15
URI: http://oro.open.ac.uk/id/eprint/35001
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